- 期刊
球員認同、球隊表現、啦啦隊表演對球迷再進場意願與周邊商品購買意願之影響
The Effects of Player Identification, Team Performance, and Cheerleading Performances on Fans' Re-Entry Intentions and Peripheral Merchandise Purchase Intentions
摘要
對於臺灣的棒球隊而言，增進球迷再度進場觀賞比賽及周邊商品購買的意願具有關鍵性重要性。過去文獻對於職業啦啦隊表演與球迷再進場及購買商品的意願探討較為有限，然而隨著職業棒球的粉絲逐漸增多，球隊在職業啦啦隊經營方面也越來越受到關注，球迷進場觀賞比賽的目的也日益多元。因此，本研究以球迷的觀點出發，納入職業啦啦隊表演、周邊商品購買意願和再進場意願等變數進行研究。總計收集了330份有效問卷，透過線上問卷調查法進行資料收集，並運用SPSS進行相關分析與迴歸分析。研究結果顯示球員認同和球隊表現對球隊認同產生正向影響，球隊認同則對球迷的再進場意願和周邊商品購買意願產生影響。同時，研究還發現當職業啦啦隊介入時，會加強球員認同對球隊認同的影響。因此，建議體育相關產業在提升球迷對球隊認同感的同時，也應重視球隊附屬的啦啦隊表演，因為這也是影響球迷對球隊認同的重要因素。
並列摘要
For Taiwanese baseball teams, enhancing fans' willingness to re-enter the stadium and their intention to purchase peripheral merchandise is crucial. Previous literature has limited exploration on the relationship between professional cheerleading performances and fans' re-entry and merchandise purchasing intentions. As the fan base for professional baseball grows, teams are placing increased emphasis on the management of professional cheerleading squads, and fans' motivations for attending games are becoming more diverse. Therefore, this study takes the perspective of fans and incorporates variables such as cheerleading performances, peripheral merchandise purchase intentions, and re-entry intentions. A total of 330 valid questionnaires were collected using an online survey method. Correlation analysis and regression analysis were conducted using SPSS. The results indicate that both player identification and team performance positively influence team identification. Team identification, in turn, affects fans' re-entry intentions and peripheral merchandise purchase intentions. Additionally, when cheerleading performances are considered as a factor, they strengthen the impact of player identification on team identification. This suggests that, besides enhancing fans' team identification, the performance of affiliated cheerleading squads is also a significant factor influencing fans' connection to the team. The findings recommend that sports-related industries not only focus on boosting fans' team identification but also consider the impact of team-affiliated cheerleading performances on fans' connection to the team.